蘑菇AV

FAST viewership in the US is expected to rise steadily from 111.5 million viewers in 2024 (representing 32.6% of the population) to 125.4 million by 2028, which will account for 35.8% of the population. The Roku Channel is projected to lead the US FAST landscape with 83.4 million viewers; Tubi follows closely with 74.6 million.

FAST viewership skyrocketed from 2019 to 2021. Now that these services are relatively mainstream, growth has settled down. But FAST remains one of the top-growing subcategories within the OTT ecosystem.

One January study found 58% of US internet users had canceled a news subscription due to price increases, suggesting that CNN will need to ensure its $3.99/month model remains competitive and affordable to retain users. Some 42% of US adults ages 18 to 34 rely on national media outlets for information鈥攂ut 70% of that cohort look to social media to stay informed.

If ChatGPT Plus prices rise, users could turn to cheaper AI options in an increasingly crowded market.

CEOs鈥� politics impact their brands: Hastings鈥� endorsement triggers Netflix boycott, drawing parallels with Musk's controversies impacting Tesla and X.

Key stat: US OTT video subscription revenues (excluding virtual multichannel video programming distributors) will be nearly two times higher than CTV ad revenues this year, according to our March 2024 forecast. What it means: Streaming is still a subscription-based business, especially for Netflix, which relies more on subscriptions than any other streaming service that sells advertising.

Theaters need Big Tech more than ever: Chains like AMC are implementing costly upgrades even as players like Apple pair down their box office strategies.

Meteoric rise: Amazon鈥檚 introduction of ads to Prime Video gave it a near-instant US ad-supported audience of 130.4 million (approximately 80% of Prime Video viewers), according to our February forecast. That figure dwarfs the ad-supported audience on streaming leaders Netflix and Disney, giving Amazon a major leg up in securing advertising commitments.

LG brings ads to CTV screensavers: The rapid pace of new ad space on CTVs reflects a race for ad dollars.

Disney+ begins its password-sharing crackdown: The change will give a lengthy boost to ad-supported subscribers, heating up the streaming race.

US adults will spend 1 minute less with media this year than in 2022, although the longer-term topline trend is stable. Among formats and platforms, CTV is grabbing share, mobile is approaching a plateau, and Netflix and TikTok reign supreme.

The results seemed counterintuitive, given consumers鈥� affinity for converting their leftover pesos into US dollars as quickly as possible. Argentina鈥檚 national statistics agency (INDEC) estimates that citizens held 11.3% of all dollar-denominated cash in circulation worldwide as of Q2 2023鈥攖he highest of any other country outside the US. Predictions. Regional integration will be highly unlikely.

YouTube鈥檚 emphasis on community could bump up the 51 minutes (0:51) US users will average on the platform this year, per our forecast. It also evidences a greater trend of social media users looking to engage with like-minded groups.

The cuts will affect 15% of the US workforce, which equates to around 2,000 employees. A second phase of layoffs that started earlier this year comes as Paramount faces declining TV viewership and rising streaming costs. Paramount agreed to merge with Skydance Media in July.

蘑菇AV 1 in 6 US adults are Gen Zers. With the youngest of the cohort turning 12 in 2024, Gen Zers are growing up. Adult Gen Zers now constitute 17% of the US adult population. As the older members of this generation age further into adulthood and the workforce, their purchase habits will help shape larger consumer trends. Pay TV鈥檚 decline continues.

CTV has solidified its place as a major ad spending category, with an expected $28.75 billion in US ad spend this year, per our forecast, rising to $44.32 billion by 2028. CTVs allow for much more flexible advertising than linear TV and other traditional media.

Prime Video ads will contribute to an 85.5% bump in Amazon鈥檚 US OTT ad revenues in 2024, per our new forecast, which includes Prime Video, Freevee, Twitch, and Fire TV. Amazon will become the No. 3 ad seller in streaming, behind only Alphabet and The Walt Disney Co. 鈥淭he move will add nearly $2 billion, not just to Amazon, but to the whole CTV ad market,鈥� Benes said. Watch the full webinar.